Kellogg’s mascots pledged purple for GLAAD’s seventh annual Spirit Day on Thursday, Oct. 19. According to GLAAD, Spirit Day “inspires millions around the world to wear purple or ‘go purple’ online in a unified stand against bullying and to show support for LGBTQ youth.”

Tony the Tiger, Toucan Sam, Ernie Keebler, Julius Pringles, Corny the Corn Flakes Mascot, and Snap, Crackle and Pop appear in the video to share their experiences with bullying by holding up signs.

“We’re here to raise awareness around an important issue. It’s not something we can easily talk about. Because we can’t talk. We’re mascots,” one sign reads.

“So whether it’s someone calling you a chicken, or saying you aren’t that gr-r-reat… If someone says your nose is too big, or that you look like the Monopoly guy… if someone makes fun of you for being an elf… or they aren’t really sure what you are… it’s up to all of us to speak out,” the mascots continue. “Even if you can’t do it literally.Because bullying is no laughing matter.”

“And no matter how you look… where you’re from… or who you love…. we must all stand together. Join us in speaking out against bullying,” the message concludes.